Megatrends

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Other Pet Food in Vietnam

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Executive Summary

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PROSPECTS

Low sales due to lacklustre approach of leading players to innovation and marketing

The general lack of innovation and marketing activities in other pet food continue to place limits on its value sales and growth potential. For example, Bavi Co Ltd has long offered only one product, bird seed, although this is offered in several different pack types.

Internet retailing is increasingly influential in other pet food

Although pet shops continue to dominate the retail distribution of other pet food, and despite internet retailing holding a very low value share in the category, sales are slowly moving online as consumers catch on to the convenience that internet retailing offers. Going online helps players present other pet food and effectively expand their distribution and this has the potential to support overall category growth as well.

Pet ownership moves beyond cats and dogs

Strange and unique pets are proving increasingly attractive to Vietnamese people, although some types of other pets are facing difficulty gaining wider acceptance. Exotic pets such as small mammals and snakes pique people’s curiosity and spark their interest, with many encouraged to acquire such a pet as a result.

COMPETITIVE LANDSCAPE

Fish food company See-All Aquariums maintains its position as the leading player in other pet food

After experiencing dramatic sales growth in 2017 that saw it assume leadership in other pet food, See-All Aquariums maintained the top spot in 2018 due to the very strong performance of its fish food brand Sakura. Sakura offers high-quality fish food, including variants formulated specifically for koi fish, which are particularly popular in Vietnam.

Vuong Viet Anh Co leads bird food through widespread distribution

2018 saw Vuong Viet Anh Co Ltd maintain the leading position in bird food. There are some reasons for this, including that Vuong Viet Anh has the widest nationwide distribution network of any Vietnamese bird food player, with its rivals seemingly content to cover their own geographic regions.

Retailers play a powerful role in other pet food

Retailers’ support plays an important role in brand success within other pet food. This is due to several factors: firstly, there is a general lack of communication from manufacturers within the category.

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